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Video is gaining strength in B2B marketing world

Video may not be the first thing that comes to mind for a successful B2B content marketing strategy. However, it's becoming an essential engagement tool during the lead generation and nurturing process. 

Many B2B marketing professionals are already getting on board with video. In fact, 82 percent of marketers have seen success with this technique (1). Some of the ways companies would make sure their videos were seen included tagging content with search engine optimization keywords and posting videos on the blog. Increasing brand awareness was the primary reason why B2B firms got involved with video creation.

Video is a versatile medium that can be used during the initial stages of the sales process and later as a lead nurturing tool. In fact, this form of content can significantly increase conversion rates (2). One of the reasons B2B content marketing can be tricky is because of the lack of an emotional engagement, but video is a great way to surmount this challenge. It's a useful medium for telling a story and conveying complex information in a more condensed way. Customer testimonials can be a great way to make video work for B2B marketing.

1. "Are Marketers Having Success with B2B Video?"
2. "Smart B2B Video: A Killer Tactic for Hitting 2014 Revenue Goals"

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.